“I liked math the most in high school, and I believe my career grew out of that,” she shares. Studying Business Analytics, she found herself in a male-dominated field but never let that deter her. Now, working at Futurewhiz, she helps shape the future of education through data. “What excites me the most about working here, is the combination of education and children. Also the fun learning of Squla is really important for me, because I believe that learning should be fun and not something that kids are forced into. The best learning happens when children are motivated by their own interest, not because parents or teachers tell them to do so.”
Her advice to young girls considering tech? “Do what you like! Don’t let others’ opinions block you.” Despite being dyslexic and discouraged from pursuing Gymnasium, she did it anyway—and succeeded. She encourages others to focus on their own path and not let external barriers define what’s possible. Also, she believes that being one of the few women in your field is a unique strength—an opportunity to stand out and bring fresh perspectives.
Her journey is proof that women in tech can grow and lead—without having to choose between career and family. “When I just came back from my first maternity leave, I got a promotion to team lead. That’s a great example that pregnancy doesn’t stop opportunities here.” At Futurewhiz, 55% of the leadership positions are held by women, showing that leadership and career growth are not limited by gender.
But what about female leadership? “I don’t see female leadership as being different from male leadership. I believe everyone has their own style.” She believes that leadership styles may differ from person to person and these differences are not necessarily tied to gender. At the end of the day, good leadership is about skills, vision, and empathy—qualities that are not defined by being male or female.
In the next ten years, she hopes for one major change: “Equality in the workplace begins at home. When men and women share parenting responsibilities equally, we create a foundation for true career opportunities for women. I also hope for a future where gender no longer influences any decisions, whether in education, careers, or personal lives.”
When she first considered a career in tech, she hesitated. Could she make it at a technical university? Luckily, encouragement from her teachers and peers gave her the push she needed. “They told me, ‘You’re good at math and physics. You can definitely do this.'” And they were right.
Now a Python developer at Squla, she thrives on curiosity and innovation. “What excites me about tech is its constant evolution. There’s always something new to learn, experiment with, and create. You might start with an idea, try it out in a test environment, and end up inventing something amazing. Seeing the impossible turn into reality is incredibly inspiring.”
What also shaped her path were the women who came before her. “At the beginning of my career, I met two amazing women who had impressive careers. They inspired me, supported me, and helped me believe in myself.” Seeing women in leadership made a lasting impact: “When I walked into interviews and only saw men, I questioned if I’d ever have a chance to lead, although when I saw women in those roles, I felt reassured and more relaxed, I knew I could get there too.”
Working at Futurewhiz has only reinforced that belief. “I see a lot of interesting women that inspire me. Here, I can explore different career paths without barriers. Plus, the company actively supports learning and growth through for example conferences, where you can meet talented and knowledgeable professionals, gain insights from them and explore new technologies.”
To young girls considering tech, her message is clear: “Don’t be afraid. There will always be different opinions, but you’ll find people who support you. If it is something that you really like, you should try it, then you will always have success!”
Looking ahead, she envisions a more inclusive tech industry. “More women in leadership positions and more diversity in the tech world. Different perspectives bring advantages, innovation and success.”
Liuba’s journey proves that with encouragement, resilience, and the right role models, the future of tech can be for everyone.
“I didn’t consciously choose a career in tech—I just rolled into it,” says Renske. With a background in psychology, she started in test development for children and youth, and gradually moved into tech through educational publishing. When Futurewhiz decided to start an AI Team, she decided to join. “I’ve always been interested in learning, and when I saw how AI was reshaping education, I knew I had to keep up. If you resist change, you fall behind. The key is figuring out how to make it work for you.”
Working in AI excites her because it’s new and ever-evolving. “It’s like inventing the wheel every day, and I love that challenge.” As she moved into leadership, she found that Futurewhiz strongly supports employees—regardless of gender. “There’s a personal learning budget, training, and mentoring. If you show ambition, the company helps you grow.”
Yet, stepping into leadership wasn’t easy. “I don’t always see myself as a leader. I feel like men are more socialized into that role, while as a woman, you often have to fight harder to prove yourself—especially in a male-dominated field like tech.” She recalls moments in meetings where she was the only woman in the room. “Sometimes, when I feel unheard, I wonder—would it be different if I were a man?”
Still, she embraces her own leadership style. “I try to see my so-called ‘feminine’ traits as strengths. Yes, I get emotionally affected by things. Some see that as a weakness, but it actually means I care deeply about my team and the work we do.”
Her advice to young girls considering tech? “Don’t make yourself smaller. You don’t need a certain testosterone level to code. These jobs have nothing to do with your gender.”
Looking ahead, she hopes to see more women at the top. “Women in power are still criticised for showing emotion, while men like Musk or Trump are highly emotional but never called out for it. This perspective needs to change. The world needs to understand that the differences among men and women are actually greater than the differences between men and women.”
Rashmi’s journey into the tech world began by chance. As a child, she was fascinated by gadgets and games, always curious about how characters moved on screen. That early spark turned into a passion for problem-solving and automation, leading her to pursue an MSc in Theoretical Computer Science.
Today, as a Tech Lead at Futurewhiz, Rashmi is making an impact via Squla, an online learning platform for primary school children. “Technology can and should change learning in meaningful ways. Learning is everything—it opens doors, provides choices, and shapes who we are.” She takes pride in contributing to a platform that empowers children with knowledge and opportunities, knowing that education is the foundation for a better future.
Her experience at Futurewhiz has been one of growth and empowerment. “I appreciate the inclusivity, which gives different perspectives and makes sure everyone is valued, heard and respected. Futurewhiz has a lot of programmes – like the leadership training and mentorship program with the CEO. In general it is a supportive culture that has empowered me to build confidence and enhance my technical skills. In addition, I have the opportunity to work with a lot of smart people and take on new challenges. I feel like I’m valued and heard here for what I am.”
For Rashmi, female leadership in tech is about representation. “Seeing women in leadership roles proves that we belong in every space. Something as small as chromosomes should not hold anyone back from what they believe they can do”. She leads by example, ensuring young girls know that their voices and skills matter. “Whether through mentorship, equal opportunities, or simply being confident in myself—it doesn’t matter how. Lead by example, always.”
Her advice to young girls hesitant about entering tech? “Be brave and take the leap. It’s okay to feel uncertain, but don’t let doubt hold you back. The tech world needs different perspectives, and everybody belongs in this space. Or, as my mathematics teacher used to say: ‘The world is your oyster’”.
Looking ahead, Rashmi envisions a tech industry where women are not just present but thriving. “I wish for a world where a girl in tech never has to wonder if she belongs,” and with leaders like Rashmi paving the way, that future feels closer than ever.
Elise Drost (left) en Ellen Mertens (right), to be seen at the Weteringschans in Amsterdam.
Although working in tech was not directly what they aspired to as girls, Ellen and Elise are in the right place in the edtech industry. In the case of Futurewhiz, tech is mainly the means to carry out the mission: Empowering every child to grow through personalized education. “What I love is that we make tutoring more accessible with our learning platforms Squla and StudyGo,” Ellen explains. “We are reaching children who would otherwise not have access to supplementary education.”
Elise’s children used Squla and that’s how she came across the company. “As a mother of three sons, I want to contribute to a better world for them. With our educational apps, we make learning fun and accessible. Equal opportunities are important to me: for women, but it starts with children. When someone asks me where I work, I proudly tell them about it. This is because of the strong brands we have built but also because of the impact we make on children. I hope we can make children experience how much fun learning is.”
Both women underline how fundamental representation is. “It is as the Equals campaign slogan says: ‘you can’t be what you can’t see,’” mentions Elise. “If there’s never a woman in management or working in tech, it’s harder to imagine yourself there.”
Still, there are obstacles women themselves have to overcome. “Women are often risk-averse, while men are already applying for jobs at 40 per cent of qualifications,” says Elise. “We need to break through that.” Ellen stresses, “You have to speak up if you want something. And don’t be afraid, just go and do it!”
In addition, role distribution at home is a big factor. “It is important that men contribute as much to family management as women do,” Elise notes. “We still have a long way to go, but I already see positive changes. While women are working more and more, they are also doing most of the caring and household tasks. That is not equality.”
A supportive corporate culture is crucial for growth. “At Futurewhiz, it’s all about learning – ‘Learning is Everything’. We have a learning budget and encourage personal development,” Ellen explains. “In addition, with talent we don’t only look at what someone can already do, but also at what is possible. Can we create a new role? Can we retain someone by offering opportunities?” She speaks from experience: “I came here with no management experience, but the CEO saw potential in me and gave me the chance. You have to seize opportunities like that.”
Elise notes, “The difference is in the culture. We work together, you can be yourself here and making mistakes is OK. Sometimes something succeeds, sometimes not, and then we learn from it. Besides, I think it’s really unique that everyone here is so playful and competitive. You can also see that in our products. And internally: the company value ‘Fun Works’ is really lived here.”
Ellen has a clear message for young talent: “Speak up! You are more likely to get opportunities if you show that you want something. And know that you yourself are the key to your own success.” Elise adds, “You can have it all – a career, a family (or other fulfillment of your private life that makes you happy), as well as fun. But you have to do it yourself.”
They also stress that a managerial role is not the only path. “Experts are just as important as managers,” says Ellen. “It’s about doing something you are proud of and making an impact.”
What they hope for the future? Ellen: “In 20 years, my daughters will earn as much as your sons.” Elise adds: “And my sons will contribute as much to the household as your daughters.” They hope that initiatives like this role model campaign will then be something of the past.
They also call for structural changes, such as better childcare and fair salaries. “Strong economic countries, such as countries in Scandinavia, have invested in good childcare and equality, and they are reaping the benefits,” says Elise. “When women are economically stronger, the whole society benefits.”
With women like Ellen and Elise in the lead, an equal future is coming ever closer. Their story proves: if you dare to dream and seize opportunities, anything is possible – you are in control!
Empowering every child to grow through personalized education
At the heart of Futurewhiz’s mission is a commitment to empowering children through personalized education. We aim to ignite curiosity and foster a love for learning by providing digital tools that make education engaging and accessible. Our CEO Serge Bueters adds to this: “Education is essential to provide children with a strong foundation. We also understand that every child is unique and has individual learning needs. At every step of a child’s school journey until the age of 18, we can support them with one of our learning products. By offering a personalized and engaging approach, tailored to their needs and interests, we aim to make learning both fun and effective. Because learning means growth as well as a greater ability to reach one’s full potential.”
574 years of practicing…
…by 933,366 children together on WoordExtra, Squla en StudyGo. Wow! They answered a staggering 332,091,061 questions. Also, 24,536 teachers incorporated our tools into their classrooms.
Squla: Fun Learning works!
Squla, our app for primary school children, has particularly stood out for its ability to make learning enjoyable. Here are some of the highlights from Squla’s usage:
- 398,358 children played on Squla, answering 281,996,998 questions while earning 2,194,300,831 coins.
- The kids spent over 1,209,333 hours (equivalent to 138 years) engaged in educational games.
- In the classroom, 17,374 teachers from 4,682 schools used Squla to enhance their teaching.
- Language and math were the most popular subjects, with 26,375,378 and 63,768,266 questions played, respectively.
Squla also engaged in efforts to make their platform accessible for all children. For example, 261,408 children used Squla for free during school hours, and 8,432 kids from low-income families accessed Squla through partnerships with foundations and municipalities.
WoordExtra: Building a Strong Vocabulary Foundation
WoordExtra is developed for children aged 3 to 6 who need vocabulary support. It caters especially to children from low-literacy families or those with a migration background, to make sure the kids can have a good start at primary school. The app boasts:
- 6,000 quiz questions, videos, and images covering the most important Dutch words.
- 2,775 children engaged with the app, answering 1,354,282 questions and spending 6,589 hours learning.
StudyGo: Makes schoolwork easier
For secondary education students, we offer StudyGo, which supports students with preparation for their tests. The platform’s highlights include:
- 524,474 students practiced on StudyGo.
- They completed 43,390,540 exercises and watched 727,658 explanation videos.
- The platform helped students accumulate a total of 3,764,235 hours of practice, equivalent to 430 years!
StudyGo’s commitment to accessibility is demonstrated by their provision of discounted memberships to families in need, supporting an additional 595 students this year. Also, we organised a Buy1Give1 Campaign, helping 139 extra students with StudyGo.
Social Impact Initiatives
We don’t make impact on our own. Together with various partners, such as Stichting Leergeld en Jeugdeducatiefonds, we were able to reach more children with WoordExtra, Squla, en StudyGo. Via various Stichting Leergeld organisations, we distribute memberships to low-income families. This year, we were able to help an additional 9,713 children with learning in this way. To show our gratitude for this partnership with Leergeld, the impact reports were handed out last week to Saskia Tans of Leergeld Amsterdam!
On the left Saskia Tans (Leergeld Amsterdam) and on the right Lisa Potma (Futurewhiz)
Also, we have partnered with organizations like Kinderhulp and JINC to provide educational resources and opportunities for children from disadvantaged backgrounds. For instance, Futurewhiz contributed to Kinderhulp’s “Summer Fun Package” Campaign, distributing 7,500 bags filled with educational and fun items, including Squla coloring books and StudyGo supplies.
Our collaboration with the Princess Máxima Center for child cancer patients also highlights our commitment to making education accessible to all children. We donated memberships to the school facilities of the hospital.
Join the Mission
We are very proud to share the Futurewhiz Impact report 2023-2024 and will continue our journey on making impact on many children. Discover more details in the full report and be inspired to support the journey of empowering every child to grow through personalized education.
For questions, you can reach out to our Social Impact Manager Lisa Potma at lisa@futurewhiz.com.
To engage with our students, it is important for all our colleagues to understand what happens at schools. The Culture Crew therefore came with the idea to introduce the Futurewhiz Exam Season. It started May 16 with a Receiving Feedback Training. In the days that followed, we had various Deep Work Sessions to work uninterrupted in silence on a specific task. We also practiced the art of giving feedback during a Giving Feedback Training.
In addition, our office manager introduced a list full of WAB (work-avoiding-behaviour) tasks, inspired by the many SAB (study-avoiding-behaviour) we all engaged in back in the days. Think about cleaning the fridge, dishwasher duty or updating your calendar. As a reward, employees received a sticker. The result? A relaxed employee for taking a break and a very happy office manager. Who knew WABbing could actually be so productive?
The season ended with an “Examenstunt” (exam prank) on May 30. A group of 5 colleagues secretly gave the office a make-over the night before. The next morning, all employees were presented with the Futurewhiz Festival. Everyone entering the office that day, had to go through security, could make selfies in the selfie room, take a break in the yoga room or perform some dance moves in the reversed silent disco. At the end of the day, it was time to do an actual exam. Here the true Futurewhizard was revealed: our colleague Constantine made only one mistake and was the proud winner of the day!
We ended the Futurewhiz Exam Season with drinks in House of Watt, our favourite cafe around the corner. A day full of fun, and just like our exam time when we were teenagers – something to remember!
After a few first days of sightseeing in my new hometown Hamburg (checking out the beautiful Alster, Rathausmarkt and Elbphilharmonie), I start my new role as Loyalty Manager scoyo on the 1st of August. The team gives me a very warm welcome: fresh flowers, a nicely decorated desk, snacks and a welcome’s lunch with the Marketing Team!
scoyo was founded in 2007 but completely rebuilt and rebranded at the end of 2020. The challenge is to find the right market / product fit in the German market. I learn a lot from my colleagues about the German school system, the German consumer (market) and how to do business in Germany. I try to mix my knowledge from Squla and WRTS with my new German market knowledge to help scoyo grow into the next phase, so we can help more and more children with personalised fun learning.
At the end of August I have an intensive German language course at “De nonnen van Vught” – an awesome experience! We focus on office conversations, interviewing teachers and parents, discussing school topics, writing emails, cultural differences and of course some grammar.
When I return to Hamburg I switch to speaking German in the office, which results in some great entertainment for my colleagues. Some examples:
- Saying the German word “krass” in an official meeting (I thought “krass” meant ‘cool, awesome’, but it means something like ‘dope’…)
- Accidentally translating Dutch sayings, such as “Das ist geschnitten Kuchen” or “Etwas unter das Knie haben”, which are sentences that don’t make a lot of sense in German
- Trying to tell someone that I know my way around this area by saying “Ich bin hier bekannt”, which actually translates into “I am famous here”…
In the next months I start to feel at home and settle more and more into the role and the country. I learn a lot! For example, did you know that the Germans actually prefer to “duzen” (an informal way to talk to someone), but to be polite they still often start with ”Sie” (which is a formal way to talk to someone)? And that there is quite some innovation in environmental consciousness and eating vegetarian / vegan? And, not unimportant, that you always need to have some cash with you since you cannot always pay by card (this caused some missed bus trips and sprints to cash machines)? In addition, I try a lot of German food, such as Franzbrötchen (cinnamon croissant), currywurst und pommes, Schmalzkuchen, Brezeln and Reibekuchen. And of course, drink a lot of Glühwein at the wunderschöne Weihnachtsmärkte. Even though I really like to join my colleagues for a warm lunch every now and then, I still prefer my Dutch brought-from-home-lunch: bread with avocado.
Next to work I am discovering Hamburg together with my volleyball team, colleagues, flatmates and friends and family from the Netherlands who come to visit, which is a lot of fun! I also found an awesome language buddy, who I meet regularly to speak German and Dutch with and talk about our cultures.
To conclude, I can definitely recommend saying yes to such an adventure! It teaches so much, you meet many new interesting people and it really broadens my horizon!
